Google Maps War With Apple Is Over - Google Won

BBC News posted an excellent article today on Google Maps and their battle with Apple in the coming mapping wars. But the war was over before it started and Apple lost. They lost the day they cancelled the Google maps integration. Apple fans lost, especially.

BBC technology reporter Leo Kelion opens his post: “A new front opens up in the smartphone battle between Google and Apple this week when the search giant's mapping technology is dropped from iPhones and iPads' Maps app when they are upgraded to the latest version of the iOS operating system.”

Plain and simple: Google has the best data. Data wins in the mapping war and Google has an enormous lead because it is one of its greatest strengths. My prediction: Apple will start licensing the Google Maps data again within a couple of years. It is in the customer’s best interest and Apple’s, too. After all, if one of the reasons you have a smartphone is tied to navigation, your mobile phone device better make it possible. This isn’t about Google versus Apple – this is about serving the customer’s needs.

Here are three clues that Apple will probably head back to Google Maps within 24 months:

1. Kelion explained that Apple Maps rely mostly on TomTom, the handheld personal navigation device. "Apple's Maps app will be based on technologies it adapted from three start-ups it bought between 2009 and 2011. But much of the raw location data itself is licensed from TomTom, the sat-nav gadget-maker."

However, satellite navigation is facing an enormous battle given the speed and ubiquity of mobile phone technology and smartphone apps. The Wall Street Journal reported in May that TomTom is now starting to transition to a mapping company. You can read it here. Just starting? Another plug for Google Maps. The TomTom is a cool device, but if they are just starting to transition to "mapping" company, Apple made a bad choice. I know that Apple fans are going to say "Apple did what they had to do given the circumstances..." Okay. Remember, I'm actually an Apple fan, too. I'm simply saying that Google Maps is the superior product and customers deserve the best.

Kelion writes that the move is a blow to Google, but it is likely to be a short term advertising revenue blip for the Mountain View giant. True, they will not be able to show “sponsored links” on the default Apple iPhone maps for a while, but after Apple licks their wounds and heads back to Google Maps that revenue stream will flow again.

2. Ground Truth - you have to read Kelion's post (link below) to fully grasp the power of what Google has done. In addition to their (now) traditional digital mapping efforts, they have analyzed streets signs, speed limits, addresses, rights of way at intersections (huge), and other details that make your map experience as close to real life as you can get. Plus, they have human operators checking each area for mistakes before it is added to the live map. And this is available in 31 nations. Tie in the user-generated potential (where you can create and correct maps) and you have a stream of data that Apple's new direction cannot match. Like Arnold, they'll be back.

3. This is a small reason/clue, but many urban dwellers love the map feature that revolves around public transportation. Some of the best data comes from the GTDF -- the Google Transit Data Feed. Sure, loads of people drive, but in big metros public transport is heavily used, by Apple users who may want their GTDF back. Again, this is about the customer. Of course, there are loads of other mapping features native to Google Maps that Apple will have to spend a fortune to replicate. Riding a bus or train is just a tiny one.